A Company Is Producing 1,200 AI Ads a Day. It Reveals a Hard Truth for Every Brand

AI tools have collapsed the cost of producing content. The smart response is giving real creators more room to sound like themselves.

EXPERT OPINION BY TEMILOLA AGBEDE

Illustration: Getty Images

Scroll for five minutes on Instagram or TikTok right now, and there’s a decent chance you land on an AI-made video. That’s not an exaggeration: Kapwing‘s research found that 59 percent of videos served to a brand-new TikTok account are AI-generated, nearly three times the rate on a fresh YouTube feed. A friendly face, a sunlit kitchen in the background, walking through “what I noticed after 30 days” of some supplement or serum. It feels personal, which is the point. 

The New York Times recently profiled dozens of ads built exactly like that one, except the face wasn’t........

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